In the heart of Tel Aviv, where the hum of innovation meets the buzz of city life, Nvidia is planting a deeper flag. The U.S. computing giant, known for powering everything from AI breakthroughs to cutting-edge gaming, just inked a deal to lease 10 more floors in the Rubinstein Twin Towers, bringing its total to 18 floors—over half of the 34-story skyscraper. It’s a move that’s got tech workers, local families, and even café owners in the Yitzhak Sadeh district talking, as Nvidia cements Israel as a cornerstone of its global ambitions. For those who live and work here, it’s a sign that their city is becoming a tech capital, but it’s also stirring big questions about what this growth means for them.
The deal, reported last week, adds 22,000 square meters of office space to Nvidia’s footprint, enough for 1,200 workstations humming with the work of engineers, coders, and dreamers. The lease, valued at roughly 100 million shekels (about $27 million) through 2032, will see the new floors ready by late 2025. It’s a massive step for Nvidia, which already employs 4,500 people in Israel, making it the company’s largest R&D hub outside the U.S. “This isn’t just about office space,” said Amit Krig, Nvidia’s Senior Vice President and Israel site leader, his pride evident. “It’s about doubling down on Israel’s talent and innovation.” From chip design to AI breakthroughs, the work done in Tel Aviv and Nvidia’s Yokneam campus—built on the bones of Mellanox, acquired for $7 billion in 2020—is shaping the tech the world uses every day.
For locals, the news is a mix of excitement and curiosity. In a Tel Aviv café near the towers, barista Liora Cohen shared her thoughts over the clink of coffee cups. “It’s amazing to see a company like Nvidia grow here,” she said, “but I wonder if it’ll drive up rents even more.” The Rubinstein Twin Towers, sleek glass giants designed by Moore Yaski Sivan Architects, already house big names like law firm Herzog Fox Ne’eman and tech company Monday. Nvidia’s expansion, taking floors Google once eyed but abandoned for a bigger project nearby, underscores Tel Aviv’s pull as a tech magnet. The towers’ prime spot—near a future light rail station and bustling streets—makes them a perfect hub, but it’s also pushing up costs in an already pricey city.
Nvidia’s move isn’t just about real estate; it’s a bet on Israel’s brainpower. The company’s hiring for 150 roles, from AI researchers to infrastructure experts, and its flexible work model means employees can split time between home and these new offices, which will even boast food from chef Asaf Granit’s Machneyuda Group. “It’s a vote of confidence,” said Daniel Levi, a local tech recruiter who’s seen demand for engineers skyrocket. “Nvidia’s saying Israel’s where the future’s built.” The company’s work here—think AI systems powering self-driving cars or medical diagnostics—feels like science fiction coming to life, and for young coders like Levi’s clients, it’s a chance to be part of something huge.
But not everyone’s cheering. Some worry about the strain on Tel Aviv’s infrastructure—crowded streets, pricier homes, and a growing gap between tech wealth and everyone else. “I’m proud Nvidia’s here,” said Yossi, a cab driver who’s lived in Tel Aviv for 30 years, “but it’s getting harder for regular people to keep up.” Others see a deeper impact: Israel’s tech boom, fueled by companies like Nvidia, is making the country a global player, but it’s also tied to geopolitical tensions. The war in Gaza, just 40 miles away, looms large, and some locals wonder if such high-profile growth could draw unwanted attention.
Still, the mood around the Rubinstein Towers is upbeat. Workers in nearby offices talk about the “cool factor” of sharing a building with Nvidia, and families strolling the Yitzhak Sadeh district feel a sense of pride that their city’s on the world stage. As Nvidia’s 18 floors come online, they’re not just filling a tower—they’re signaling Israel’s unstoppable rise in tech. For now, Tel Aviv’s dreaming big, hoping this expansion brings opportunity, not just challenges, to the people who call it home.
